What we wanted to do with this is drive a deeper engagement and expanded knowledge of Orange's 'unlimited' proposition by provoking a discourse online, so that people can collectively find and highlight where Orange have hidden a number of 'good things' and then go back to the TV and find them.
The way it works is like this: if you see the ad on TV, there'll be a press red icon in the top right asking if you'd like a free SIM. On pressing red, you'll be shown a number that you can text to get a SIM sent straight to your house, but a voiceover will then say 'a free SIM is a good thing, but we think good things should never end - keep watching and see'. You'll then be taken to a film that literally never ends, showcasing all of Orange's customer benefits:
Where it becomes really interesting is when you start noticing all the good things we've hidden in the film, from tickets to the BAFTAs to a free 12-month, unlimited phone contract.
Some of these hidden good things can be discovered via interactive TV whilst others (like the unlimited contract) can only be worked out by finding the answers seeded online. (Here's a clue - when you're inside the bit that goes through an orange room, look at your remote - what two buttons could you press to make orange? Hmm...).
The ad will run for a month across terrestrial TV, Sky interactive, Freeview and online.
In case you wonder, the whole ad has been created using stop-motion animation - a first for interactive TV. Here's how we made it:
Monday 12 November 2007
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